Destination marketing organisations (DMOs) more frequently using Wego as a strategic partner to drive awareness and visitation.
DUBAI – Wego.ae, the largest travel marketplace in the Middle East shares insights into the successes of tailored destination co-marketing campaigns with national, regional or city Destination Marketing Organisations (DMOs).
“Wego’s strength and local expertise within our core markets, especially in the Middle East (also Asia Pacific and India), gives us a unique ability to connect with an audience with the highest travel intent possible,” said Graham Hills, Wego’s Chief Strategic Partnerships Officer. “DMOs are increasingly partnering with Wego to gain an unparalleled advantage for their destination marketing activities through Wego’s strategically positioned and individually tailored online campaigns to engage with potential visitors at the most appropriate time – while they are shopping for travel.”
In support of dedicated co-marketing campaign activation Wego also matches the amount invested by a DMO.
“The Middle East has adopted Wego as their travel planning application of choice which offers DMOs a distinct opportunity to engage with millions in the region and market their destination,” Hills continued. “We are able to deliver extensive market insights from our own local marketing teams to ensure DMOs from any location receive the guidance they need to make the most effective connections with travellers in a strategically designed package.”
Wego designs targeted display banners with tailored promotions to activate each segment, and targets these travellers at scale using Wego’s programmatic trading desk. In addition, all users that respond to co-marketing activities are extensively profiled and organised within a data management platform to facilitate subsequent re-engagement.
“Co-marketing campaigns are aligned with a multi-device, multi-channel engagement package which includes display, SEM, targeted and time specific email and push campaigns, supported by creative and original content marketing activity,” Hills added.
“The sheer volume of traveller behaviour on Wego allows us to deliver powerful analytics directly to a DMO, and in an unprecedented manner. Timely campaign reports for real time optimisation and responsive flexibility are important for effective assessment of a campaign’s progress,” said Hills. “In addition, insights into trip behaviour can be used to determine campaign timing, whether the objective is to boost peak season visitation or support and strengthen during low season.”
Detailed reporting and analysis is provided within a selection of parameters such as trip dates, favoured booking sites, price range, hotel/airline brand preferences, travel party (ie. single, couple or family), purpose (ie. leisure/business), and more is available for review, and Wego is able to provide deep insights into the perception of a destination in any source market.
There’s also an ability to benchmark against competing destinations and gauge an overall positioning to help assess which areas require targeting, with the additional flexibility of marketing multiple destinations – city, region or national.
“Wego, as a metasearch platform, is a transparent and supplier agnostic marketplace which alleviates the potential conflict of interest commonly experienced by government funded tourism bodies,” said Hills. “Our advantage is our ability to produce a marriage of addressing awareness and tactical objectives.”
“Wego is an extremely relevant and strategic channel for destination marketers to reach and engage with potential visitors,” said Hills in conclusion. “Our valuable partnerships with DMOs are growing as we continue to deliver positive results.”
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
